SOCIO-CULTURAL EFFECTS OF TELEVISION ON WOMEN IN PUNJAB, PAKISTAN

Abstract

The basic goal of this study was to discover the socio-cultural effects of television on women television viewers in province of Punjab. It targeted women in selected districts between the ages of 15-45 years. The study recorded the women’s television viewing pattern, level of viewing, preferred television transmission, favorite television programs, favorite watching time and reasons for television viewing. It also analyzed the relationship between level of viewing and demographic information of respondents’ i.e. rural or urban background, age, education, employment status and marital status and television facility. The study crossed checked the demographic characteristics with the television viewing pattern as well as the opinion about television. A total of 1500 sample of respondents was taken from selected districts of the Punjab province out of which 750 from rural background and 750 from urban background. The findings of the research study indicated the respondents viewing habits, liking, disliking and effects. The data was analyzed through SPSS analysis and the findings have been presented in the forms of charts and tables. In order to evaluate the study the researcher has formulated the combination of three theories. In this study, survey method has been applied to obtain data from large representative population. It was also focused in this study that what they think about the television as a medium of information, entertainment, knowledge and tool of political socialization in their lives. The hypotheses of the study were also cheeked through the statistical test chi-square. The study also identified a few areas for future researchers.